B2B is all about the customer journey and where the individual is in his or her unique process, whereas B2C is more about education and value-sharing for a large group and focused on nurturing a lead through a sales funnel

Below I will describe some elements of marketing automation tactics implementation process.

you should also fully integrate it with your email software, calendar, events and crm

and next add the phone calls management to your crm/marketing automation

optionally you can also add the prospect valuation by using 3rd party tools

this is the most important part – integrating with your website – adding web statistics and tracking to your web forms

next, after a few weeks, you can start to add an appropriate scoring to your customers based on their activity ( previous purchases, email opening rates, calls)

of course, you can enable your first marketing automation campaign, web form or landing page with a dynamic content based on the customer activity and history.

There are a few very important marketing automation tactics that can be used by any B2B company.

Dynamic Content

The implementation of dynamic content is one of B2B marketing automation tactics that I would like to describe more deeply.

Everybody knows Amazon and its offer personalization after your purchases or last visits. It works a little bit similar.

You can create a landing page to deliver to your customers only the content that these clients want to receive.

For example, if the company has created five blog posts in the past week on five different topics, a given customer may only receive three of these posts in their email inbox (since the other two are on subjects that don’t interest them).

The content being delivered is based on a variety of factors, such as:

A customer’s previous engagements with the company, including purchases, calls or any prospecting

The company’s knowledge of the customer’s needs

Current marketing and sales campaigns being run by the company

Dynamic content makes it easy for B2B companies to send specific content to individual customers at a time in which such content will be most valuable – and will hopefully lead the customer to make a purchase.

Drip Campaigns

Similarly, email drip campaigns allow B2B companies to send the right email to the right customer at the right time.

Email drips are usually sparked once a customer submits their email information through a form requesting access to content such as a white paper, e-book or explainer video.

The email drip will then provide additional information about the topic at hand – and lead the customer through the sales pipeline at the same time.

Email drip campaigns should always culminate with a salesperson reaching out to the customer personally to discuss next steps. At this point, the customer will be much more informed about what the company has to offer – so the salesperson can focus on more important aspects of their services (rather than having to spend time explaining the basis).

Nurture Campaigns

Nurture campaigns implement a combination of marketing and sales tactics, from dynamic content and drip campaigns to strategic outreach.

Nurture campaigns are a “choose your own adventure” experience for the customer. In other words, while all customers will begin on a relatively similar path, their unique needs, and experiences – as well as how they engage with the company – will determine where they end up going. Most marketing automation platforms use Artificial Intelligence for such campaigns. They collect data from many channels, activities, ads and propose the special path for such customers.

Going back to the “market of one,” nurture campaigns work to bring about a personalized experience for each client within a B2B company’s customer base.

Lucy Davis points out the message customization, mobile readiness, Bundles and Subscriptions that are very common in Saas industry and a few more.

Extending Offers of Credit

Now for a less modern, but still incredibly effective, sales tactic.

In the same vein of providing individualized offers to each client of a B2B company, it’s also important to provide these customers with options regarding payment. Many CRMs allow creating a credit line.

Magento shop has a few extensions that can manage it as well.

Allowing B2B customers to open lines of credit serves many purposes:

It eases the friction of making a purchase, making the decision to purchase much easier for the customer

It keeps customers “on the hook” for a longer period (in contrast to a single-instance purchase)

It forges a relationship of trust between both parties, which hopefully will lead to increased loyalty to the customer’s part

Extending credit to trusted customers is nothing new, but as the number of payment options has increased tremendously in recent years, the ability of B2B companies to receive and manage ongoing payments has never been easier.

Summarizing

Marketing Automation tactics for B2B include many sales tactics from the offline world that can be easily automated. Of course the most important is the customer, the relationship between the customer and a skilled salesperson who can manage it by analyzing, configuring and adjusting the process and its outcome. AI helps in collecting and analyzing the data like in B2C, but still, especially in B2B, the personal contact is really important.

Please let us know if you need any help or consultancy to get as much as possible from your marketing automation tool.

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